Key Takeaways
- Thai consumers prioritize health and safety in food choices amid rising living costs, with 57% adjusting their spending habits.
- Technology adoption is increasing, with 54% using non-traditional retail channels and 79% relying on health apps or wearables for daily decisions.
- Food companies are encouraged to innovate and collaborate with tech firms to meet the demand for healthier and more convenient products.
Changing Consumer Preferences in Thailand
A recent PwC survey highlights significant shifts in Thai consumer behavior, focusing on health and safety in food choices amid economic challenges. The “Voice of the Consumer Survey 2025 – Thailand Snapshot,” which included responses from 521 participants, shows that over half of consumers are altering their purchasing patterns due to rising living costs.
While price remains a key consideration, consumers are placing greater emphasis on food safety, quality, and convenience. Many are now prioritizing health-conscious options and evaluating overall value when making purchases. Notably, 66% of respondents expressed concerns about pesticides, while 55% worried about food additives and 51% about the impacts of processed foods.
The survey indicates that 63% of Thai consumers feel responsible for selecting healthy options, but they also expect food manufacturers to support their health goals. Approximately 43% of respondents stated health benefits are a significant factor in their brand-switching decisions, signaling opportunities for retailers and food producers to enhance their offerings.
Embracing Technology in Food Choices
Thai consumers are increasingly adopting innovative technologies and on-demand services. About 54% utilize non-traditional retail channels like online ordering platforms, and 29% frequently order groceries or meals online—significantly above the global average of 15%.
Health technologies are also gaining traction, with 79% of consumers using at least one health app or wearable device, averaging three each. This has a notable impact on their daily lives, influencing nutrition and meal planning decisions. More than half of the respondents (53%) are comfortable seeking dietary advice from generative AI, while 47% utilize it for meal suggestions.
As consumers increasingly value affordability, health, and convenience, businesses in the food sector are urged to carefully balance product costs with evolving consumer preferences. Improving nutritional value while keeping prices competitive is essential.
PwC’s “Value in Motion” report foresees significant transformations in the global food industry over the next decade, estimating potential growth of up to $10 trillion in gross value added by 2035. Companies are encouraged to innovate, restructure, and collaborate with tech providers to better align their offerings with personalized consumer needs, ensuring they navigate the challenges of rising supply chain pressures and shrinking margins.
Mr. Pisit Thangtanagul of PwC Thailand emphasized that forming strategic partnerships with ecosystem players is vital to improve margins and enhance product offerings, addressing the demand for healthier, more convenient food solutions.
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